A thorough analysis of competitive factors of functional foods has made it possible to develop an algorithm for assessing the competitive factors of functional food products, with respect to their essential consumer features — quality, safety and functionality. Questionnaires filled in by experts and the published results of surveys of consumers from different countries were used to help select the essential consumer features in functional foods. A “desirability of consumer features” model triangle, based on functional bread and bakery products, was constructed with the use of the Harrington function.

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